Online Video And TV Ads Are Like Chocolate & Peanut Butter: They Go Great Together

Ever wondered whether it’s a better investment to put your ads on TV or put them online? The answer: Do both. That’s the conclusion of a new study conducted by Ipsos and sponsored by Google. In fact, the companies say that people exposed to a 15 second video ad on both YouTube and TV were […]

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Ever wondered whether it’s a better investment to put your ads on TV or put them online? The answer: Do both. That’s the conclusion of a new study conducted by Ipsos and sponsored by Google. In fact, the companies say that people exposed to a 15 second video ad on both YouTube and TV were two times as likely to recall the ad as those who saw the TV ad alone. For a 30 second spot, recall was boosted by 1.5 times.

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Unaided Ad Recall On 15-Second Spots

The study didn’t look at media placement, only the recall and brand impact on 2,400 people who saw the ads. Research participants looked at either TV ads, YouTube ads, or both, and Ipsos surveyed them about brand attributes.

Interestingly, in most ways online videos performed just as well as the ads shown on TV, perhaps reflecting the fact that video viewing is becoming more fluid from medium to medium. The researchers found that, in most categories, aided brand recognition was about the same on YouTube as on TV, with the two combined winning out handily in most cases.

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Aided Brand Recognition On 30-Second Spots

When it comes to aided brand attribution, YouTube also performed as well as TV ads both for 15-and 30-second spots. Aided brand awareness and brand favorability were also about the same on the two media.

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Brand Attribution On 30-Second Spots

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Brand Favorability On 30-Second Spots



For consideration and recommendation, as well, the stats didn’t change all that much from TV to YouTube.

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Recommendation On 30-Second Spots


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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